JWT wins global Rimmel account

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LONDON -- Coty, the cosmetics and fragrance division of Germany's Benckiser, has appointed J. Walter Thompson as its creative development agency for its Rimmel cosmetics brand across the world after a four-way pitch which included Bartle Bogle Hegarty, Ammirati Puris Lintas and Testa International. The Rimmel budget in the U.K. alone is likely to rise from the $6.5m spent last year as a Unilever-owned brand, to more than $9.7m under Coty's ownership.

In March 1996 Unilever sold its European mass market cosmetics company Rimmel-Chicogo with the intent of channeling its resources into prestige cosmetics and mass market toiletries. Unilever said the division's sales were concentrated too much in the U.K. and Germany.

JWT is working on a new 1998 re-positioning of Rimmel. The 1997 advertising creative is unaffected. "We have exceptional plans for the Rimmel brand that will establish it by the year 2000 as the biggest cosmetics brand in the world," says Margaret Donnelly, Coty's U.K. marketing director for mass market cosmetics. In addition to Rimmel, the Coty division also manages the Lancaster and Coty brands, as well as several prestige designer fragrances.

Media for Rimmel is unaffected by the appointment and remains at BMP DDB, Coty's centralized media buyer.

Copyright February 1997, Crain Communications Inc.

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